ART is ever-changing

In this day and age, being in the presence of a famous painting is ultimately replacing the experience of actually inspecting the piece of art. You will take a selfie next to an art piece before you comment on the texture of the canvas or the quality of the brushstrokes. The art is still central. The engagement and emphasis are different, as is the art, but the art piece constitutes more than just one element. Art can even be deemed an experience.


BUSINESS is ever-changing

See this from a business perspective and you’ll notice that people engage differently with different artefacts. Selfie culture has consumed our current reality – which is fine. There is no use in fighting it so embrace it by making use of social media marketing services. But if it wasn’t fine, what might you do about it? Nothing but adapt, that’s what!

Just so, businesses have to adapt to their audiences inasmuch as they would prefer to be the fundamental influencers. And the way businesses transmit messages on the net is crucial right now so the analogy works twofold; one, a business’s offering is valued in terms of its greater effect, symbolism, associated personality and portrayal online, and two, the online counterpart in marketing form is art in and of itself.

To hone in on marketing and digital marketing specifically, in our media-dominated society, reputations are made on the web. So having an eye for design is linked to an outdated concept of connoisseurship. We may not all speak CMYK from the onset, but we can all form a valid opinion on the quality of a website and particularly its visual appeal.


Art remains ART

But this doesn’t undermine the importance of the product or service being offered by the business; it just defines the essence of marketing. And websites are the art that is being noticed, commented on and genuinely valued. Websites are also very frequently the very first thumbnail view of a business and its solutions. So why not blow up the thumbnail and make it explode with vibrancy?

Well, because in some cases, businesses underestimate the potential of their website and therefore neglect its design. Perhaps we all harbour an affinity for sound aesthetic discernment, indeed, however this applies most broadly to the analysis that occurs post-creation. Can all food critics do a better job than the five-star chefs they assess? Not necessarily.



 Web developers and designers work with clients who only know exactly what they want their websites to look like after they have seen a few examples. That’s why the designer should take the reins with the direction of the project. Good design takes patience so it’s best to consult a professional. Then it is up to the client to clearly convey the business strategy so that the design process is that much more efficient. Designers translate your vision so that the masses will understand it – and take selfies next to it!